kesting ventures® corp. 1 kvc knowledge planning market value system modules and programs

Kesting Ventures® Corp. 1

KVC Knowledge Planning

Market Value System Modules and Programs


KVC Mission

Our mission is to provide clients with tools that increase the long term effectiveness and productivity of R&D, sales, marketing, manufacturing, business and commercial development professionals.

Each program is conducted by an experienced executive, who trains assigned managers while completing an important project.


Technology

Most companies have unique technology and know-how.

Technology and know-how are tools to produce properties.

The MV System points out, the markets in which a

company can expect to secure a sustainable advantage,

how a company can use its technology and know-how to build a significant business.


Knowledge Planning Tools

The Market Value System Experiential Modeling Mathematical Knowledge Blocks Rank Order Equation Managerial Accounting


KVC’s Knowledge System

Knowledge

Blocks

StrategicPlan

Launch

BusinessBlueprints

Operations

Market


Data, Discourse, Documentation

DOCUMENT Background Research and Identification of the Problem to Be Solved.

DISCOURSE Teams Use Experiential Modeling

DATA INPUT Structured Problem Solving Sessions DOCUMENT

Data, Session Minutes, and Analysis

DATA Analysis Correlate Views with DATA


Micro/Macro Visioning


The Market Value System

Knowledge blocks linked together to explain the functional and economic value contributed by all players in a market value chain.

Modules include: review of background material, comprehensive glossaries and other briefing

documents, templates, training, 2-day experiential modeling session, a written report, and computer disks.


The Theory of The Market Value System

All ‘buy’ decisions are based on a combination of:

INFLUENCE

ECONOMICS

PERFORMANCE


The Market Value System Components

PERFORMANCE

The functional attributes of the customer’s product.Glossaries and Templates are required.


TechnoMarket Performance (TMP) Value Profile

0%

10%

20%

30%

40%

50%

TMP800 TMP900 TMP1000 TMP1100 TMP1200 TMP1300

1997 2000

Red bars connote the property level in 1997

Green bars show that the market will require >20% more properties by the year 2000.

CopyrightKesting Ventures Corp.

THE PUZZLETHE PUZZLE

Conceptual slide showing howall properties must be linkedtogether to reveal gaps.

1

2 3

4

5



ECONOMICS

A ratio based on cost of customers’ product divided by customer’s overall objectives.Required for economic value pricing.


Economics Ratio versus Time

0.000

0.200

0.400

0.600

0.800

1.000

1.200

1.400

Year 0 Year 1 Year 2 Year 3 Year 4 Year 5

E Ratio



INFLUENCE

All other factors (motivational, external and market change forces, specifications, alliances and end-product goals.)


How are Market Value Components determined?

KVC designs the structure of each component KVC writes briefing documents concerning

internal and external information The components of the MV Equation are

based on expert team judgment of factors throughout the entire market chain

The market value equation correlates with market share and profitability


The Market Value System tells you:

How each player in the market value chain makes buy decisions

The contribution of each player in the market value chain to TMP and Economic Value

Where the opportunities are for innovation within strategic markets

Which product improvements the market will value... and to what degree

How to ensure that your profitability at least equals your contribution to market value


What are Knowledge Blocks?

Knowledge blocks are multi-page spreadsheets which correlate value judgments about the properties of product (or service), economic value and influence with market share, pricing and other market and financial parameters.

Knowledge blocks contain supporting evidence, glossaries and use instructions.


Information is not Knowledge

Knowledge Blocksbelong to people,are clearly written,are required to prove a concept,have at least 70% probability of truth,are based on valid experiences,fit market observations, andare accepted as true by a group.


Who creates the Knowledge Blocks?

A team of 8-12 of your most experienced management, marketing, sales and R&D people and/or an external panel

The team is led by a KVC Market Value Group Program Director

In addition, KVC will use external expert teams as needed to supplement or validate your judgments


How does the team create theKnowledge Blocks?

A knowledge block begins with an audit of all information, external literature, and competitive intelligence

The audit is conducted from the prospective of your customers, not from your position as a supplier

From the audit, KVC writes comprehensive glossaries and designs experiential modeling templates...


How does the team create Knowledge Blocks? (Cont'd)

The team contributes its experience and judgment on the properties of product (or service), economic value and influence

KVC processes the team’s input into finished, cumulative spreadsheets, representing the company’s best and most comprehensive knowledge of the market value system for the new business

You are now ready to prepare the Business Blueprint


The Business Blueprint

...includes all knowledge required to prove the success of a business.

...identifies customers who will place a continuing high value on the business’ products and/or services.

...explains the business’ sustainable advantage.

...points out tactical gaps and how to fill them. ...spells out required resources. ...describes expected financial results.


Deliverables

Strategy Meeting TMP Values Economic Ratios Influence MVS ISUM Financial Models Market Definition Business Blueprint Draft


Deliverables (Continued)

Technology Assessment Competitive Cost Assessment External Expert Panel Target Account Organizational Structure Product Development Review Field Training


The Market Value System

Knowledge blocks linked together to explain the functional and economic value contributed by all players in a market value chain.

Modules include: review of background material, comprehensive glossaries and other briefing

documents, templates, training, 2-day experiential modeling session, a written report, and computer disks.


Iterative Mechanism Connects With the Market

The objective is to see the market so clearly that you become the market.


Integral Components

The parts are integral to the whole.

The whole gives meaning to the parts.


Strategy Meeting Module

Comprehensive Review of Business Custom Agenda

Mission Statement New Product Plans Market Opportunities Technology Position Marketing Position Organizational Structure

Briefing Documents 2-Day Strategy Meeting Report


TMP Value Module

Comprehensive Review of Product Technology and Marketing Communication

TMP Value Glossary Template Design TMP Value Training 2-Day TMP Value Session Written Report Computer disks


Economic Value Module

Comprehensive Review of Market Value Chain Economic Value Glossary Template Design Economic Value Training 2-Day Economic Value Session Written Report Computer disks


Influence Module

Comprehensive Review of Market Value Chain Influence Glossary Template Design Influence Program Training 2-Day Influence Session Competitive Influence Assessment Written Report Computer disks


MVS Module

Market Value Equations Competitive Market Value Assessment 2-Day Strategy Development Target Account Program Strategy Sheets Written Report Computer disks


ISUM Financial Model Module

Comprehensive Review of Manufacturing Operations and Product Costs.

Managerial Accounting System Template Design

Trial Cash Flow Forecast ISUM Training Written Report Computer disks


Market Definition Module

Comprehensive Review of Market Data Rank Order Equation Market Segmentation Competitive Assessment History and Forecast 2-Day Market Definition Session Written Report Computer disks


Business Blueprint Draft Module

Requires Strategy Meeting TMP Values Economic Ratios Influence Assessment ISUM Financial Model Worldwide Market Definition

2-Day Meeting to Review Blueprint Blueprint Manual Slides


Technology Assessment Module

Comprehensive Review of Alternate Technologies

Expanded TMP Value Template Briefing Documents 2-Day Technology Assessment Session Written Report Computer disks


Competitive Cost Assessment Module

Comprehensive Review of Competitors’ Processes

Requires ISUM Models Briefing Documents 2-Day Competitive Cost Assessment Written Report Computer disks


External Experienced Panel Module

Requires Background Sessions $500 Honorariums Briefing Documents Templates 1-Day External Panel Session Written Report Computer disks


Target Account Module

Requires Background Sessions Prearranged Appointments Briefing Documents Templates MVS Strategy Session 2-Day Target Account Schedule Written Report Computer disks


Organizational Structure Module

Requires Business Blueprint Comprehensive Organization Review Position Descriptions Knowledge Based Planning 2-Day Organization Meeting Written Report Computer disks


Product Development Review Module

Requires TMP Values Comprehensive Technical Review Briefing Documents Template Design 2-Day Product Development Session Written Report Computer disks


Field Training Module

Requires Business Blueprint Commitment Prearranged Schedule Briefing Documents Templates 2-Day Field Training Session Follow-up Action Steps Written Report Computer disks